Diners turn their backs on ‘fad hipster' food trends

By Nikkie Sutton

- Last updated on GMT

Fall in popularity: chia pudding is one 'hipster' fad Brits don't want any more
Fall in popularity: chia pudding is one 'hipster' fad Brits don't want any more

Related tags: Food and drink, Nutrition, Eating

UK diners are suffering from ‘food fatigue’, according to a poll commissioned by Bookatable.

Millennials, those aged between 18 and 24, were less likely to choose somewhere to eat based on whether they served ‘hipster’ or alternative food, than those aged between 35 and 44.

The report, which surveyed 2,000 British adults on their dining preferences in June 2017 and featured in Michelin’s Quarterly Dining Trends Report​, found that almost three-quarters (74%) would not pick an ‘unusual’ dish from the menu, or were doubtful about taking the risk.

Healthy not fad

Top 10 ‘hipster’ fad food Brits have turned their backs on:

  1. Power shots
  2. Energy balls
  3. Avocado mash
  4. Green juices
  5. Freakshakes
  6. Chia pudding
  7. Chocolate Avocado mousse
  8. Superfood smoothies
  9. Mejdool dates
  10. Quinoa burgers

More than half (57%) of Brits weren’t bothered by new or alternative foods, feeling that they can’t keep up with the latest food trends.

Bookatable head of communications Josephine Ellis outlined how the change in trends meant consumers wanted healthier options, rather than fads.

She said: “It’s clear there’s a huge shift in the types of food we’re wanting to order, with our research showing that we’re moving away from ‘fads’, and instead, heading towards a healthier and more considered future when it comes to food.

“Despite the countless predictions that the ‘hipster’ food trend is here to stay; we now know that we’re growing tired of this ‘trend’, and most importantly, it isn’t influencing menus as much as we first thought.”

Waste and slow-cooked

Meanwhile, global data company Mintel revealed the main food trends for 2017 operators must keep an eye out for were reducing food waste and slow-cooked food.

The researcher’s Food & Drink Trends ​2017 report found that around a third (1.3bn tonnes) of the food produced for global human consumption is lost or wasted, according to the Food & Agricultural Organisation of the United Nations.

Mintel’s Global New Products Database also found that global food and drink launches that include “slow” in the product description grew by a huge 214% between September 2010 to August 2011 and September 2015 to August 2016.

Related topics: News, Food

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